Hatching a "Feathered Nezha": Student-Driven Strategies for Branding the Yellow Sea Wetlands through English Expertise

Yujie Hu, Fanyu Jin and Xinyue Liu

Journal of Literature and Arts Research, 2025, vol. 2, issue 1, 67-72

Abstract: Based on the theories of multimodal discourse analysis, cultural symbols, and cross-cultural communication, this paper constructs a cross-cultural communication model of "Feathered Nezha" with the aim of enhancing the international influence of the Yellow Sea Wetlands. This model realizes the contemporary reconstruction of traditional cultural symbols through a three-fold transformation mechanism: Firstly, it deconstructs the rebellious spirit in the Nezha myth and integrates it with the narrative of the struggle against the ecological crisis of migratory birds, endowing it with the connotation of ecological protection. Secondly, it employs multimodal translation strategies to establish a cross-media narrative system, thereby enhancing cultural communication capabilities. Finally, relying on the social network of universities, it forms a distributed communication ecosystem to expand the scope of communication. Practices have shown that this collaborative innovation model led by students can achieve the dual reconstruction of cultural identity and ecological awareness at a low cost, providing an effective path for the branding of local ecological culture in external publicity.

Keywords: cultural Semitics; multimodal language; feathered Nezha (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:dbb:jlaraa:v:2:y:2025:i:1:p:67-72

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